Author:
Ma. Prances A. Pelobello, Carolyn I. Maghirang, Benilda Jito, Romanie P. Pisano, Eduardo R. Lalas

Doi: 10.26480/fabm.01.2023.38.46

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

This study presents the challenges of the Philippine rice industry and that of Laguna Province where actionable solutions are drawn toward sustainable marketing and innovations. Secondary data were gathered, and a descriptive type of research was utilized. The study of showed that majority of the rice farmers in Laguna are between the ages of 51 to 70 years old, about half of them have either elementary education or did not have any formal education. Majority of farmers in Laguna operate small scale farmlands of 3 hectares or less who are mostly leasehold tenants, and their income are not enough for their daily expenses. The study showed that there are too many middlemen between the rice farmers and the end consumers. Various sources explain that government and farmers’ associations have the capability to assist farmers and improve the rice distribution system of Laguna and the country. This study concludes that the young Filipino generation should become agricultural entrepreneurs, taking advantage of technology and government support. This study recommends that the government develop a comprehensive plan to help farmers and improve rice distribution system while strengthening farmer associations and cooperatives.